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大数据时代,信息传播的方式、渠道、内容和速度前所未有,用户的媒体消费行为变化之大远超我们的想象。忽然之间,我们发现自己身处在一个多屏时代。地铁、公交、楼宇、超市、影院、网络视频、手机客户端、平板电脑客户端……我们日渐被包围在屏的海洋中。现代管理学之父德鲁克说,“没有人能左右变化,只有走在变化的前头”。多屏时代,用户的媒体消费行为变迁速度非常之快,目标受众接触媒介的习惯差别之大,带来了很多传统品牌策略的不适应症,但换个角度看,这未尝不是一次新的机会,我们要善于发现其中的机会,勇于创新和探索。
In the era of big data, the way, channels, content and speed of information dissemination are unprecedented. The behavior of users’ media consumption changes far beyond our imagination. Suddenly, we found ourselves in a multi-screen era. Subways, buses, buildings, supermarkets, cinemas, web videos, mobile clients, tablet clients ... We are increasingly surrounded by screens of ocean. Drucker, the father of modern management, said: “No one can make a difference, only to be at the forefront of change.” Multi-screen era, the user’s media consumption behavior changes very fast, the target audience access to media habits vary widely, bringing a lot of traditional brand strategy incompatibility, but from another perspective, this is not a new opportunity, We must be good at discovering the opportunities and innovating and exploring.